STYLE GUIDE

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TABLE OF CONTENTS

2 company statement 4 logo statement 8 colors 9 typography 10 stationery 12 applications 15 size & margins 16 inappropriate use

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COMPANY STATEMENT

Adriana Valdez aims to provide women with luxurious

high-quality design brand. Presented with a high-

end decor, staff who are friendly, attentive, and

knowledgeable all in a luxurious atmosphere. Our main

focus is the consumer’s experience when they shop at

our store.

As a company we want to provide the consumer

with a brand that will be fashionable, high-quality

and hand-made in the USA. Designs will originate

in the hometown of the designer, Philadelphia. The

highest quality and the most environmentally friendly

materials are integrated with our designs. Our brand

can proudly say that it is home made quality here in the

United States at our headquarters in Philadelphia.

Homemade style and design is something that can be

luxurious and high-end. Every piece of clothing, shoes,

accesories and other extensions of our brand will be

numbered to add to the luxury and exclusiveness of

our brand.

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ARIANA VALDEZ

Ariana Valdez is a local designer born and raised

in the city of brotherly love, Philadelphia. She came

from humble beginnings in a suburb just outside of

Philadelphia. She is the daughter of immigrants who

came from nothing and worked their way to a better

lifestyle. She learned from them that if you work hard

anything is achievable.

She began as a graphic designer studying at Parsons

in New York City. Then decided to follow her true

passion as a fashion designer. She graduated top of

her class with her unique and luzurious designs. She

interned at a local fashion design firms in New York

City while studying for her graduate degree.

She gained a lot of experience while in New York City

and deciced to take her new found knowledge back to

Philadelphia. She built a brand from scratch to a well

recognized and renowned brand.

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LOGO STATEMENT

The Ariana Valdez logo is a representation of her own

initials. The letterforms are designed to emulate a

feeling of luxury and granduer. The letter A is a thin

stroke with small flourishes at the ends as accents.

The V is a thicker stroke thinning at the ends to help

compliment the A. The A should always be on top on

the V to help it stand out better.

The designers name is set in a simple serif font to

keep it clean and legible. The type should stay in all

caps and follow the guidelines set in the margins and

proportion section of this style guide.

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LOGO ACCENT

The logo accent is made using the letter A letterform

from the main logo. It is rotated at the apex of the

A at 45° in a complete circle with a total of eight

letterforms. This accent will be implemented in

patterns or as an ornament. The accent is meant to

only be an aid to the main logo, and is not meant to

resemble anything in particular.

6

LOGO COLOR

The logo is colored with the two main colors chosen

for the logo. If the color is changed then the whole

logo must change. Two different colors may not be

used once the colors have changed for any reason

and the colors may not be flipped either. The colors

depend on the project where it is being implemented,

so the color chosen must be able to help the logo

read. See the samples to the left.

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LOGO ACCENT COLOR

The logo accent is colored based on the project at

hand. If used for a pattern, the accent should be a

lighter color with a dark background. If used without

the background, the accent should be a darker color

although the silver color is acceptable. The pattern

may not be multiple colors and should remain a

consistent color.

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ARIANA PURPLEPMS 266

CMYK 66, 83, 0, 0RGB 120, 60, 189

HEX # 783CBD

OROPMS 1245

CMYK 0, 24, 58, 22RGB 200, 152, 83

HEX # C89853

VALDEZ SILVERPMS Silver

CMYK 36, 28, 29, 0RGB 167, 168, 169

HEX # A7A8A9

AZUL AZULPMS 2736

CMYK 73, 68, 0, 21RGB 54, 64, 202

HEX # 3640CA

COLORS

The main colors used are Ariana Purple and Valdez

Silver. For the brand to feel more luxurious the color

purple was a first choice. Purple is associated with

royalty. It symbolizes power, nobility, luxury, and

ambition. It conveys wealth and extravagance. Purple

is associated with wisdom, dignity, independence,

creativity, mystery, and magic. Some of these traits

are very important to maintain the image the brand is

meant to convey. These traits are very true to Ariana

herself. Valdez Silver is a color meant to contrast the

purple. The silver works well with the purple and aids

in maintaining a high end image.

The alternate colors are an option when the primary

colors fail. Oro is a part of a triad to the Ariana Purple

which helps maintain a consistent color pallette. Azul

Azul is a analogous color to the purple and also aids

both the purple and the gold.

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TYPOGRAPHY

AkzidenzGrotesk is our choice of typography for any

type of advertisement or use with the logo. This is a

clean type face that is legible and still maintain that

high end image.

Adobe Caslon Pro is to be used in stationery for body

copy. This typeface is a serif that also helps maintain

our image.

Helvetica is our web font of choice. Helvetica is similar

to AkzidenzGrotesk and is web safe.

AkzidenzGrotesk Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 . , ! ?

AkzidenzGrotesk Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmNn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 . , ! ?

Adobe Caslon ProAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 . , ! ?

Adobe Caslon Pro ItalicAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 . , ! ?

Adobe Caslon Pro BoldAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 . , ! ?

Helvetica (web)Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 . , ! ?

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STATIONERY

Ariana Valdez stationery is a clean design that stays

true to the high end feel. The pattern aids the design

to give personality. The clean design helps contrast

the pattern meant to provide some beauty and not to

overwhelm.

Letterhead to be printed on Carnival Linen in Steller

White 98 Bright. Writing paper 24 gram weight at

8.5 x 11. The busniess card to be printed on Carnival

Linen in Stellar White 98 Bright. Cover paper in 65

gram weight on a 35 x 23 sheet. Matching envelope

commericail number 10 at 9 1/2” x 4 1/8”.

The body copy on ther letterhead should have an inch

margins on the the left and right. The letter should

begin 3 inches from the top and end around 3 inches

from the bottom. If copy can not fit in this space, the

letter should continue on another sheet of paper with

the same guidlines. See sample to the right.

4747 S Broad St #120 Philadelphia, PA 19112

(215) 551-0251arianalopez.com

4747 S Broad St #120 Philadelphia, PA 19112

(215) 551-0251arianalopez.com

4747 S Broad St #120,Philadelphia, PA 19112

(215) 551-0251(215) 717-7679

ldiamond@arianavaldez.com

LUCY DIAMONDMANAGER

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4/02/2015

Lucy Diamond248 Bayard RdUpper Darby, PA, 19082

Dear Ms. Diamond:

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed sit amet turpis augue. Nulla facilisi. Ut bibendum augue ac elit ullamcorper fringilla. Nullam mi mi, laoreet vitae pulvinar condimentum, molestie ac est. Sed elementum, arcu in lacinia semper, velit turpis consequat leo, nec tempus ligula libero ut ligula. Aliquam vel metus turpis. Aliquam erat volutpat. Duis tempus blandit lacus quis interdum. Phasellus libero magna, lobortis eget posuere sed, lacinia id quam.

Maecenas dictum bibendum pulvinar. Vestibulum ac metus turpis. Nunc pellentesque pretium turpis ut ultrices. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Nunc porta, orci vitae rhoncus gravida, nibh lacus sagittis quam, eget auctor magna quam non mauris. Morbi non ipsum quam. Etiam augue est, mollis ac tincidunt consectetur, scelerisque eget lacus. Nunc id tortor justo, non sodales odio. Suspendisse potenti. Donec ornare gravida felis et sollicitudin.

Aliquam nec urna lorem, nec ullamcorper purus. Quisque mollis pulvinar nibh, vitae placerat elit mattis a. Mauris vel lectus nec est semper ornare eu at erat. Quisque iaculis ullamcorper tellus. Nullam id nisi ac nibh scelerisque sollicitudin. Maecenas ac vehicula nibh. Nunc arcu sapien, dignissim nec rhoncus id, rhoncus in risus. Etiam et nunc orci. Vestibulum adipiscing dictum urna, mattis sollicitudin dui consequat non. Aenean condimentum, lacus vel vehicula consectetur, magna nibh ornare sapien, sit amet aliquet velit tortor laoreet sapien.

Sincerely

Adriana ValdezDesigner

1 in.

3 in.

1 in.

3 in.

4747 S Broad St #120 Philadelphia, PA 19112

(215) 551-0251arianalopez.com

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RECEIPTSThe receipt is black and white with a black on white

pattern on the back.

Gift and shopping bags will be purple with a white

pattern lining the inside of the bag. The handles will be

silver with purple stiching for the shopping bag. White

logo centered on both sides of the bags.

Shoe box will be a purple with a white pattern lining

the inside along the sides of the box. The top of the

box will feature a white logo with the complete name.

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Bus stop advertisement will feature a vertical ad along

the sides and a horizontal ad above the seats. Image

should be black and white with the type reversed out

in an area where it can be easily read. Color can be

used to add contrast in the image.

Billboard to include logo and name. Image should take

up two thirds of the overall design. The image should

follow a consistent color scheme to the overall design.

The logo and any copy should take up the remaining

one third of space. The logo should always be on the

left.

Full page magazine ad with a reversed out logo

and name. The image should be a dynamic images

with a considerable amount of contrast. The image

should also follow what the company stands for,

elegance, luxury, grandeur etc. The image should

also be converted to black and white with some color

extracted for a pop of contrast

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WEBSITEThe website is a designed to be clean and easy to

use. Images used should still maintain the Arian Valdez

values stated in the company statement section of this

style guide.

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SIZE & MARGINSThe logo if used by itself should have space half of the

logo cut horizontally. When the logo is used with the

name it should have space equal to the capital A on all

sides.

X

X

X

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INAPPROPRIATE USEDo not flip the logo upside down

Do not squish the logo

Do not tilt the logo

Do not use the logo on a bright background

Do not use different colors for the logo other than

those specified

Do not apply a stroke

Do not use a stroke on background

For other inappropriate uses please visit: arianavaldez.com/identity for further information.